Monster Shifts Global Media Duties to OMD From Mediaedge:cia

Job Site Says Doing More Nontraditional Programs Was One Reason for Account Move

NEW YORK (AdAge.com) -- Online job search engine Monster is switching its global media-planning and -buying account to Omnicom Group's OMD from WPP's Mediaedge:cia without a review.

Monster consolidated its global media business with Mediaedge:cia in September 2007. Prior to that Mediaedge:cia had been handling duties for Monster in various regions outside the U.S. while the domestic portion of the business was being run by Interpublic Group of Cos.' Deutsch.

Monster CMO Ted Gilvar, who joined the company in July 2008, said he initiated a meeting with OMD's U.S. CEO Alan Cohen and his team a few months back and came away impressed with OMD's digital capabilities and its approach to innovation, analytics and integrated strategy.

"After meeting them I felt they could provide exactly what I was looking for, which was a more innovative approach to media and the changing media landscape," Mr. Gilvar told Ad Age. "And their global footprint matches our global needs."

The changeover will take place over the next few months Mr. Gilvar said. OMD referred all calls to the client. Mr. Gilvar said Mediaedge:cia was a valued partner and had done "quality work for us" but that the company's needs had evolved and he was looking for a slightly different approach.

"We're trying to do a lot more innovative things," he said. "We have a partnership with the NFL and created the 'Director of Fandemonium' promotion with them. We launched the 'Keep America Working' tour. We're doing a lot of nontraditional things to try and drive engagement, and I feel OMD can help us maximize those things and develop even more programs to help us harness the way the world is changing."

Mr. Gilvar said pricing was not a factor in his decision, and that it was more about quality and new way of approaching media. "In essence any CMO in this environment has to do more with less and you have to find new ways to engage with customers," Mr. Gilvar said. "I have been busy working with that over the last year and right off the bat I felt Alan and his team understood that."

The company did not break out media spending but Mr. Gilvar said Monster's global marketing outlay for 2009 will roughly be $200 million. Executives close to the marketer said Monster's domestic media spending is around $150 million.

Since September 2007 Monster's creative duties have been handled Omnicom's BBDO, while its Omnicom sibling Ketchum handles PR.